The rougher and readier cousin of Marketing magazine. You'll find ideas, gossip, commentary and a touch of cynicism as we flex our journalistic muscles beyond the constraints of our monthly mag.

Thursday, January 25, 2007

What is the sincerest form of flattery?

Since Adrants started raving about the similarities between the Nicole Kidman ad for Chanel No. 5 and City Developments Limited’s ad for the One Shenton condo project --our inboxes have been flooding with links to the story. Judge for yourself…

Wow...this is such a blatant rip-off. Aren't all CDL campaigns done by Publicis? If this was done by them the CD is named Sandip. This truly shows a lack of originality and a complete lack of effort. How hard is it to make a carbon copy such as this? Not hard at all. Anyone could do it. I hope the client didn't pay for "creative services" as they didn't get any.

okaylah - yes, i think you're right. CDL is a one of the many property clients at publicis. and sandip is the creative "property guru" at that fine shop. guess he really dropped the ball on this one... i guess they're hoping that no-one from CDL would see this...

So what, you mean one can be sued for their honest comments and opinions. Come on mate, this is a blog, do you know what that means.

Yes, the question is whether the ad was being copied and in this case it will be good publicity for Publicis, because after this blog the client will truly know who to give their next project. I am sure Publicis will be telling their clients about this blog. So in my point of view, forum like this should be kept free and open, ofcourse with a level of truth and knowledge.

There have been rampant complaints from clients of the standard and quality of Ad in SG is sinking low down to the sewer level. With so many MNC and local agencies operating, the folks behind the creatives are running low on the ideas department. So its no surprise many of the creatives have all the hallmarks of brazen copycatting.

This did not help the clients when they realized that many of the agencies are churning creatives like they came from the same production line. It is generally acknowledge that if customers make a remark of seeing a similarity in product or services, it is usually not a compliment.

Agencies have to determine and define exactly to their clients what exactly the role they intend to play. Just as Architect firms are the creative segment of the property sector and not the brick layer, plasterer and cement mixer bundled in, Ad Agencies should focus on their principal role of conjurer of brand. These days, Ad Agencies are stretching their role too thin that they become jack of all trades, master of none.

The consequences of this is already showing. Ad contracts are getting as short as 1year, and even 6-months. While the slow pace of layoffs is undermining the reform needed in the Ad Agencies, Agencies are wasting resources by getting stuck in the mud and not diversifying the creatives.